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The rise of the African Consumer : A report from McKinsey’s Africa Consumer Insight Center.

Africa’s consumer-facing industries are expected to grow by more than $400 billion by 2020, giving rise to numerous new business opportunities. In order to provide an insight into the African consumers’ attitudes, behaviour and needs, McKinsey has conducted a survey among 13,000 consumers in 10 countries between 2011 and 2012. The survey focuses on 5 categories of household consumption: apparel, financial services, grocery, the Internet, and telecommunications. The report looks at the overall market context - including where the largest opportunities exist, who the African consumer is and how he or she makes purchase decisions.

Consumer-facing companies that consider entering or expanding their presence in Africa will find in the report valuable information about how best to serve the African consumer and build a winning business model.